Marketers are still developing an ample amount of video content to reach their target audiences, according to new research, and they are using a multitude of social channels to distribute their work.

Wibbitz recently conducted the “Navigating the Video Content Marketing Landscape” report to understand how video is fitting into marketers’ content marketing strategies. Statistics showed that 56 percent of marketers in the U.S. are leveraging video content this year, and 61 percent have plans to do so in 2019. In addition, 37 percent of marketers are turning to organic video channels, such as social channels, to promote their videos.

In terms of social channels, Facebook is the most popular among video creators, with 66 percent stating that they run video ads on the platform. This was followed by 43 percent who said they turn to YouTube, and 37 percent who stated that they promote their content on Instagram.

When it came to effectiveness, Facebook ranked the highest, with a score of 7 on a scale of 1 through 10 (10 being most effective). Instagram came in second (6), followed by LinkedIn (5).

More Marketers Creating Original Video Content

As marketers begin to reap the benefits of video content, research shows that they are turning more toward original video content to increase their ROI.

IAB conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report and discovered that marketers will spend upwards of $10 million on digital/mobile video advertising this year, and $4.7 million will go toward original content.

This year, an average of 47 percent of digital video budgets will go toward creating original content. The percentage is an increase from 44 percent in 2017.

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